AXE has launched its latest campaign dubbed Bathsculinity. Simply put, Bathsculinity is an attitude for the modern man who is confident in himself both inside and outside of the bathroom. AXE linked up with actor and comedian Lil Rel Howery to encourage guys to embrace their inner Bathsculinity.

“Growing up, I definitely felt the constraints and effects of society’s expectations of men,” Howery said. “That negativity is actually one of the reasons I turned to comedy in the first place, and why I’m so excited to be partnering with AXE to help guys move away from traditional masculinity and explore their bathsculinity.”